Click-through rate (CTR) is the ratio of the number of clicks on a specific link or call to action
(also known as CTA, for example the ‘Learn More’ text at the bottom of an email marketing
campaign) to the number of times people were exposed to the link (aka the number of
Here’s a simple click-through rate formula:
CTR = (click-throughs / impressions) x 100
For example, if 100 people see an online ad and 5 people click to learn more about the
product, that ad has a CTR of 5%.
CTR can be used to measure the success of pay-per-click (PPC) search results (for example
with Google AdWords or other search engines), CTAs on a landing page, or hyperlinks in blog
posts and email campaigns managed by Conversion Guard.
CTR is an important metric because it helps you understand your customers—it tells you
what works (and what doesn’t work) when trying to reach your target audience. A low CTR
could indicate that you’re targeting the wrong audience or that you’re not speaking their
language persuasively enough to convince them to click.
Let's take the example of a paid search ad campaign that directs people to your website, e-
commerce store, or landing page. An online advertisement’s CTR lets you know how
effective the ad is at drawing in potential customers; you can then compare ad copy, ad
position, and CTAs to see which has the highest CTR.
CTR varies between industries. To determine what a good click-through rate would look like
for your business, you could start by researching your industry’s average click-through rates.
Once you have an understanding of existing benchmarks and industry averages, you can begin
taking steps to get a higher CTR and reach your business’s goals.
There are different factors to consider when you’re trying to increase CTR across different
digital marketing channels. How you increase CTR depends on where you want to increase
For example, if you have a low CTR on a social media channel like Facebook or Twitter,
consider which hashtags might help expand your reach to your target audience; and when
you’re trying to increase CTR on a PPC ad, you need to pay super close attention to your
headline and copy.
1) Optimize your headline and copy:
Use one or two focus keyword(s) in your headline and copy. Appeal to your audience’s
emotions and needs: solve a problem for them.
2) Include CTAs:
Write a direct and compelling call to action. Your CTA should be inviting and prompt your
audience to click.
3) Use images:
Using visuals is a great way to increase CTR. Depending on the marketing channel, different
types of images may perform better than others. Run A/B tests with different types of images
to find out what works best for your company.
4) Try using hashtags:
Hashtags work across multiple platforms, like Facebook, Twitter, and LinkedIn. Do some
research on trending or popular hashtags in your industry, and use hashtags that relate to the
rest of your copy to increase the chances of being seen by your target audience.
Click-throughs and conversions are not the same thing: CTR tells you the percentage of
people who click, but not the total number of people who convert (e.g., made a purchase
or signed up for your newsletter). In other words, an online ad can have a high click-through
rate with a very low conversion rate, leaving you with a high cost per conversion (CPC).
So how can you make sure that the people who click on your ads will continue on
their customer journey to the point of conversion? You focus on your ideal customers.
Ideal customers are those who would get the most value out of what your business has
to offer. They are likely to return again and again if you treat them well, forming the backbone
of your customer base—so of course you want to target them with your advertising.
The way you figure out who those people are and what they want from a company like yours is
by running some research and building user personas.
A user persona is a semi-fictional character based on demographic and psychographic data of
the people who buy your products.
A simple user persona answers the following questions:
1. Who are your customers?
2. What is their main goal?
3. What is preventing them from getting what they want?
Conversion Guards tools can help you answer these questions so you can tailor your messaging to
their needs, helping to overcome their objections and drive actual conversions.
• On-page surveys polling customers once they’ve converted